Deakin University
Browse

Marketing artertainment : are museums jumping on the bandwagon

Download (213.89 kB)
conference contribution
posted on 2007-01-01, 00:00 authored by Ruth Rentschler, Angela Carrick Osborne
The purpose of this paper is to argue that greater awareness of the traditions and innovations in marketing language, as exemplified in museum marketing, leads to enhanced ability to understand branding as a strategic tool. Successful art galleries can be thought of as branding “artertainment", actively engaged in bringing the art world and popular culture together in a competitive aesthetic arena. This paper sees branding straddling culture and linguistic criticism to look at its complex underpinnings in verbal and linguistic processes that link to larger socio-cultural issues on how brands work. It generates novel concepts and develops theory for marketers.

History

Location

Dunedin, New Zealand

Open access

  • Yes

Start date

2007-12-03

End date

2007-12-05

Language

eng

Notes

Reproduced with the kind permission of the copyright owner.

Publication classification

E1 Full written paper - refereed

Copyright notice

2007, ANZMAC

Editor/Contributor(s)

K Deans, M Thyne, J Gnoth

Title of proceedings

3Rs, reputation responsibility relevance

Usage metrics

    Research Publications

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC